Every business take target sales goals and key revenue metrics seriously. However, most of them forget that their B2B customers require their attention as well. While executive teams initiate basic steps to build positive relationships with the B2B customers, it is still hard to achieve. This is why maximum businesses end up neglecting the efforts needed to build relationships with customers and shift their focus on other not-so-complex metrics.
The corporate world now knows the value of the customer relationship and IT technologies are assisting them in maintaining it. More business entities are hiring specialists to handle customers. These companies have realised the significance of happy customers and how positive relationships can bring them a bundle of opportunities to grow their business.
Why B2B Customers Are Important?
B2B customers are crucial as they play significant role in growth of corporate businesses. There are several reasons that make them important for enterprises. Let’s learn them one by one-
- B2B customers for better retention
As per the market report, most businesses lose almost 50% of their customers every five years. Such huge loss can shut down a company that is into B2B world. B2B companies manage licenses, contracts, and subscriptions in thousands of dollars. Even a single customer loss can result in significant loss of business revenue.
Thus, businesses need to centralise their strategies around customers. They should focus on satisfying the customers so that it can further drive product development, sales, marketing and desk support efforts to retain customers and get them engaged.
- B2B customers market better
People cannot stop themselves from spreading a word if they like or dislike anything. They share their honest reviews about satisfying and dissatisfying experiences to the world. This is a good thing as it helps businesses to know how well or worse they are performing.
Businesses should also initiate customers engagement. Just because they don’t hear from the customers, that doesn’t mean they are dissatisfied with their products and services. They are the good researchers and can help in marketise business in unique way.
How B2Bs create positive relationships with customers?
Customers will deliver honest reviews if they completely trust the organisation. Honest feedback will help organisations to fix the loopholes (if any). There are certain ways used by successful B2Bs to have positive relationships with customers-
There are companies still prefer pampering their customers for their personal profit. They don’t try hard to engage customers. It is necessary to provide extensive customer training and consulting until the customers get comfortable with the business and maintain their engagement throughout the relationship.
Research well before getting engaged with customer
Businesses need to leverage a customer database or customer support software to dig out more information about the customers. When did they connect with the business? What feedback they shared for the business? Is there certain strategy or plan working best for them? This kind of information will help in picking the best suited interaction path and tone.
Always interact in a way customer wants
Not every customer likes to talk over phone call just because it is valuable or productive for any business. It is necessary to observe how each customer wishes to communicate (through modes like email, phone, or chat) and choose the best working option. When a business entity makes customers more comfortable to interact with them, communication becomes easy.
Listen and learn first
If a business allows its customers to share their thoughts, the company will create positive relationship with the customers. Instead of pushing the plans on the customers, it is important to just stay back and listen what they demand, their issues, successes, etc. Listening the customers is the key to develop better understanding.
Performing sentiment analysis can help the customer desk support team understand how customers perceive replies. This can be done by examining the sentiments of the customers. Analysis of the tickets can help in detecting change in the sentiment. Check if the sentiment improves, or the customer is more frustrated or confused.
How Facebook Marketing is Helpful For B2B Companies?
As social media marketing is gaining popularity, more B2B companies are getting attracted towards the tool. Many B2B enterprises are using Facebook to create relationships with prospects and customers. Here are some ways that facebook marketing is helping B2B brands-
- Create two-way interaction
Instead of using Facebook platform to notify customers or deliver them news about the products and services, B2B brands are spending time online to resolve issues of the customers. This opens the door for both the brand and customer to have direct interaction.
- Connect a community
Facebook marketing allows B2Bs to create opportunities for followers to join community and share their true experiences with each other. Brands can highlight their success stories on the page and allow followers see the updates. Any negative comment needs to be addressed with understanding and sincerity.
- Making shareable content and stories
Most interesting content will get maximum shares on Facebook. Any B2B company or brand should know this fact that interesting or informative content will be widely shared than just a rule or corporate statement issued by the company.
It is important to work with creativity and understand that visual appeal, humor, and brevity will only increase the chances of getting more likes and shares for the content.
There are more other ways to grow relationship with the customers. Many brands are even using MS CRM software solutions. IT development companies are being contacted by B2B brands to have their personalised CRM software. Customer relationship management software helps in maintaining and retaining customers and make businesses grow.